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Beyond Attitudes Change: Agritourism as a Setting to Explore Tourism Experiences’ Impact on Intended Behaviors

Abstract
Tourism experiences can have desirable outcomes for society by promoting reflections that encourage pro-environmental attitudes and behaviors. Yet, more research is necessary to cover a wide variety of touristic experiences that may impact pro-environmental behaviors. Increasing consumers’ engagement in local food systems (LFS) is one pro-environmental behavior that has garnered considerable attention. As agritourism may encourage engagement in LFS, the purpose of this work is to measure the influence of agritourism experiences on three intended behaviors related to engaging in LFSs. To achieve this purpose we use we utilized a pre-post survey at six agritourism operations in North Carolina. We obtained 328 pre-post surveys. The results indicate that agritourism experiences instigate changes in behavioral intentions by offering experiences that modify subjective norms, perceived behavioral control, and most importantly, personal norms which are effective predictors of intentions to engage in LFSs.
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event
Date
2020
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